THE IMPORTANCE OF
CREATIVE STRATEGY
IN ONLINE ADVERTISING




Toni Dosen
       v
45   MINUTES




93   SLIDES



12   DIAGRAMS



38   IMAGES



06   CASE STUDIES



02   LANGUAGES



29   SECONDS/SLIDE
01   INTRO
02   TRENDS
03   PROCESS
04   EXAMPLES
05   KEY WORDS
Bio
1990           1996                               2010

  KONTURA             WORK FOR:      CLIENTS:
  IDOLS & FRIEND...
TRADITIONAL MEDIA   NEW MEDIA




  1996              2010
ONLINE CREATIVE STRATEGY:


TRENDS

01) MOBILE vs COMPUTER
02) TELEVISION vs. THE INTERNET
03) ONLINE SPENDING vs. PRINT S...
TRENDS:
1) MOBILE vs COMPUTER
TRENDS:




                         3G
01) MOBILE vs COMPUTER




                         90%    POPULATION
            ...
TRENDS:
02) TELEVISION vs. THE INTERNET




             18 Hours Per Week           17 Hours Per Week




               ...
TRENDS:
03) ONLINE SPENDING Vs. PRINT SPENDING




             $119.6 Billion for                  111.5 Billion on newsp...
TRENDS:
04) US MOBILE ADVERTISING REVENUE




       2008      2009        2010         2011         2012
     $244 mil. $...
TRENDS:
04) US MOBILE ADVERTISING REVENUE (Millions)




     $21 DISPLAY ADVERTISING              $567 DISPLAY ADVERTISIN...
TRENDS:
05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS




                                   TRAFFIC




               ...
TRENDS:
05) SERVICE PROVIDERS vs APPLICATION DEVELOPER



Video and content-rich services are booming…
Affordable broadban...
ONLINE CREATIVE STRATEGY:


PROCESS
BRAND


            B



  A
AUDIENCE
Brand
Platform
Online Advertising
Powerful brands are able to maintain that fine balance
between the rational factors that provide a logical
basis for purch...
THINK              FEEL                EXPRESS
Rational Factors   Emotional Factors   Powerful Communications
}
                       • Simplify Business Goals
                       • Evaluate Brand Performance
                   ...
}
                        The Emotional Drivers
                        • Identify Underlying Emotional Triggers
         ...
}
                     • Integrated communications planning
                     • Corporate / product identity programs
 ...
ONLINE CREATIVE STRATEGY:
ONLINE CREATIVE STRATEGY:

        01:                 02:            03:
        STRATEGIC           CREATIVE       PRODU...
ONLINE CREATIVE STRATEGY:



01: STRATEGIC PLANNING PHASE

Understanding our clients advertising objectives
  • maximize c...
ONLINE CREATIVE STRATEGY:



02: CREATIVE DEVELOPEMENT

Identifing key messages from the Strategic Planning Phase
Brainsto...
ONLINE CREATIVE STRATEGY:


03: PRODUCTION

Prototypes
User Tests
Interaction Design
UI Behaviour Specification
Quality As...
ONLINE CREATIVE STRATEGY:




                                         Creative
                                         (...
CASE STUDY:




01/06
Knight Enterprises
Knight Enterprises is a proven performer, and one of Canada's most
successful ind...
Knight Enterprises


  7      Shows


 91      Countries



450      Half-hour Episodes
CASE STUDY:

Knight Enterprises



1) E-mail Online Campaign
2) Online Banner Advertising
3) Google Ad Words Campaign
CASE STUDY:
Knight Enterprises




                Extensive Catalog   Put me in control
                Quality Titles   ...
FILL THE HOLES IN YOUR LIFESTYLE PROGRAMMING SCHEDULE
PROVEN PERFORMER
CASE STUDY:




02/06
Optiwave International
Optiwave is the leading provider of innovative design
tools for photonics. Op...
Optiwave

  6   Software Products



 58   Countries




800
      Leading universities and
      government research
    ...
BEST TOOLS
THINK      FEEL
Optical    Dynamic
Learning   Part of the team
Leading    At the forefront
Global     No bad surprises
CASE STUDY:




03/06
Espial
Espial Group Inc. is a leading provider of on-demand software to telco,
cable and hospitality...
Espial



40
     Service Providers
     across Asia, Europe and
     North America.



 2
     Million
     Hotel
     Ro...
CASE STUDY:
Espial




              THINK              FEEL
              IPTV               Modern, sophisticated
      ...
GUEST
ENTERTAINMENT:
ON-DEMAND
CASE STUDY:




04/06
Vitamin G Studios
Vitamin G is an outlet for Artech Studios to experiment with different ideas,
foll...
Artech Studio


 28      Years Of Experience.


150      Games Across All Platforms,



 10      Million Selling Titles
CASE STUDY:




05/06
Roam4Less
Roam4Less is a division of eMobile Inc. Headquartered in Toronto,
eMobile’s mission is to ...
Roam4Less


  1   Product



200   Countries




90%   Savings
THINK                  FEEL
Save money             Guilt-free talking
Global long distance   Stick it to the man
Keep in t...
CASE STUDY:




06/06
Kosovo Compromise
The intent of this portal is to restore a constructive debate on the many
alternat...
KEY WORDS:
GLOCAL
CREATEGY
DATA VISUALIZATION
www.hintongroup.com/ABC.pdf
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
The importance of creative strategy in online advertising
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Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.

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The importance of creative strategy in online advertising

  1. 1. THE IMPORTANCE OF CREATIVE STRATEGY IN ONLINE ADVERTISING Toni Dosen v
  2. 2. 45 MINUTES 93 SLIDES 12 DIAGRAMS 38 IMAGES 06 CASE STUDIES 02 LANGUAGES 29 SECONDS/SLIDE
  3. 3. 01 INTRO 02 TRENDS 03 PROCESS 04 EXAMPLES 05 KEY WORDS
  4. 4. Bio 1990 1996 2010 KONTURA WORK FOR: CLIENTS: IDOLS & FRIENDS RED CADDY MOTOROLA OPTIWAVE DELOITE 613 CREATIVE GOVERNMENT OF CAN. DELOITE NORTEL HINTONGROUP ALCATEL-LUCENT
  5. 5. TRADITIONAL MEDIA NEW MEDIA 1996 2010
  6. 6. ONLINE CREATIVE STRATEGY: TRENDS 01) MOBILE vs COMPUTER 02) TELEVISION vs. THE INTERNET 03) ONLINE SPENDING vs. PRINT SPENDING 04) MOBILE ADVERTISING REVENUE 05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS
  7. 7. TRENDS: 1) MOBILE vs COMPUTER
  8. 8. TRENDS: 3G 01) MOBILE vs COMPUTER 90% POPULATION COVERAGE 22 MILLION CELL PHONE SUBSCRIBERS 30 MILLION WITHIN 5 YEARS 75% HOUSEHOLDS HAVE A MOBILE
  9. 9. TRENDS: 02) TELEVISION vs. THE INTERNET 18 Hours Per Week 17 Hours Per Week 2010 Ipsos Reid
  10. 10. TRENDS: 03) ONLINE SPENDING Vs. PRINT SPENDING $119.6 Billion for 111.5 Billion on newspaper online and digital efforts and magazine campaigns. 2010 Source Outsell
  11. 11. TRENDS: 04) US MOBILE ADVERTISING REVENUE 2008 2009 2010 2011 2012 $244 mil. $597 mil. $1290 mil. $1290 mil. $3773 mil.
  12. 12. TRENDS: 04) US MOBILE ADVERTISING REVENUE (Millions) $21 DISPLAY ADVERTISING $567 DISPLAY ADVERTISING $39 SEARCH $2,300 SEARCH $100 SMS $270 SMS 2008 2013
  13. 13. TRENDS: 05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS TRAFFIC REVENUE MAINLY VOICE MULTIMEDIA / MULTI SERVICES
  14. 14. TRENDS: 05) SERVICE PROVIDERS vs APPLICATION DEVELOPER Video and content-rich services are booming… Affordable broadband, proliferation of smart devices, Multiplicity of multimedia/video applications …but users expect more… Simple, personalized access and interaction, across any device, any network, anytime, anywhere …and access to 3rd party apps and content Paid for by advertisers, free to end-users, but service providers extract limited value
  15. 15. ONLINE CREATIVE STRATEGY: PROCESS
  16. 16. BRAND B A AUDIENCE
  17. 17. Brand Platform
  18. 18. Online Advertising
  19. 19. Powerful brands are able to maintain that fine balance between the rational factors that provide a logical basis for purchasing and an emotional “gut feel” that builds loyalty between the company and its customers. The magic lies in the ability to simplify and distil these brand attributes into easily understood and consistent images, stories and actions.
  20. 20. THINK FEEL EXPRESS Rational Factors Emotional Factors Powerful Communications
  21. 21. } • Simplify Business Goals • Evaluate Brand Performance • Identify Market Trends and Needs • Segment and Profile Target Audiences • Document Success Metric THINK Rational Factors
  22. 22. } The Emotional Drivers • Identify Underlying Emotional Triggers • Explore Psychographic Profiles • Review or Initiate Qualitative Studies • Analyze Website Behavior FEEL • Map Persona Needs Emotional Factors
  23. 23. } • Integrated communications planning • Corporate / product identity programs • Website planning, design and development • Demand generation / Search Engine Marketing EXPRESS • Traditional and interactive media creative Powerful Communications
  24. 24. ONLINE CREATIVE STRATEGY:
  25. 25. ONLINE CREATIVE STRATEGY: 01: 02: 03: STRATEGIC CREATIVE PRODUCTION PLANNING PHASE DEVELOPEMENT
  26. 26. ONLINE CREATIVE STRATEGY: 01: STRATEGIC PLANNING PHASE Understanding our clients advertising objectives • maximize click-through rates • increase branding • maximize ROI User Persona and Scenario Developement: • understanding our clients customer (audience) - target audience Competitive Research Inventory of Usability Isuues Content Strategy Project Roadmap
  27. 27. ONLINE CREATIVE STRATEGY: 02: CREATIVE DEVELOPEMENT Identifing key messages from the Strategic Planning Phase Brainstorming and conceptualizing Card Sorting Exercise Conceptual design Storyboarding
  28. 28. ONLINE CREATIVE STRATEGY: 03: PRODUCTION Prototypes User Tests Interaction Design UI Behaviour Specification Quality Assurance Tracking Analysis
  29. 29. ONLINE CREATIVE STRATEGY: Creative (Visual Design) DEVELOPERS
  30. 30. CASE STUDY: 01/06 Knight Enterprises Knight Enterprises is a proven performer, and one of Canada's most successful independant media production companies. Knight Enterprises creates recognizable brands & hosts, exploits emerging online-markets, & aggressively exploits all ancillary brand revenue streams.
  31. 31. Knight Enterprises 7 Shows 91 Countries 450 Half-hour Episodes
  32. 32. CASE STUDY: Knight Enterprises 1) E-mail Online Campaign 2) Online Banner Advertising 3) Google Ad Words Campaign
  33. 33. CASE STUDY: Knight Enterprises Extensive Catalog Put me in control Quality Titles What I need Good track Record I’m going to be rich We’re having fun
  34. 34. FILL THE HOLES IN YOUR LIFESTYLE PROGRAMMING SCHEDULE
  35. 35. PROVEN PERFORMER
  36. 36. CASE STUDY: 02/06 Optiwave International Optiwave is the leading provider of innovative design tools for photonics. Optiwave is headquartered in Ottawa, Canada with an established distribution network throughout the Americas, Europe, and Asia.
  37. 37. Optiwave 6 Software Products 58 Countries 800 Leading universities and government research labs worldwide.
  38. 38. BEST TOOLS
  39. 39. THINK FEEL Optical Dynamic Learning Part of the team Leading At the forefront Global No bad surprises
  40. 40. CASE STUDY: 03/06 Espial Espial Group Inc. is a leading provider of on-demand software to telco, cable and hospitality operators as well as to consumer electronics manufacturers. Espial products are key enablers in the on-demand world. They enable a wide range of on-demand services including Live TV, Video-On-Demand, Personal Video Recorder, Electronic Program Guide, Interactive Browsing, Web TV, Timeshift TV and many others. Selected Clients: Audi, BMW and Porsche, Sony, Philips, Hitachi, Toshiba, Sharp, Samsung.
  41. 41. Espial 40 Service Providers across Asia, Europe and North America. 2 Million Hotel Rooms 9 Products
  42. 42. CASE STUDY: Espial THINK FEEL IPTV Modern, sophisticated Middleware Confident Save money Open Win new business Trust
  43. 43. GUEST ENTERTAINMENT: ON-DEMAND
  44. 44. CASE STUDY: 04/06 Vitamin G Studios Vitamin G is an outlet for Artech Studios to experiment with different ideas, follow and explore ways to improve process and flex our creativity. Publishers need great, wild, and crazy ideas, but unfortunately these ideas often come with all the risk of inexperience.
  45. 45. Artech Studio 28 Years Of Experience. 150 Games Across All Platforms, 10 Million Selling Titles
  46. 46. CASE STUDY: 05/06 Roam4Less Roam4Less is a division of eMobile Inc. Headquartered in Toronto, eMobile’s mission is to further its contribution in the global telecommunications sector by developing and marketing unique communication technologies.
  47. 47. Roam4Less 1 Product 200 Countries 90% Savings
  48. 48. THINK FEEL Save money Guilt-free talking Global long distance Stick it to the man Keep in touch I’m smart Track expenses I’m first
  49. 49. CASE STUDY: 06/06 Kosovo Compromise The intent of this portal is to restore a constructive debate on the many alternative solutions for Kosovo's future, while staying firmly within the preset framework of the talks and of international law. Whether you scan through our news, scrutinize our charts or exploit our analyses database, you will finally begin to grasp the full complexity and resonance of the Kosovo status issue, as well as the historical importance of a compromise solution.
  50. 50. KEY WORDS:
  51. 51. GLOCAL
  52. 52. CREATEGY
  53. 53. DATA VISUALIZATION
  54. 54. www.hintongroup.com/ABC.pdf
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